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Sweden:The Brand Boycotter
© YouGov 2017. This syndicated product and all individual results are property of YouGov.The client and each authorised user may share limited extracts with a limited audience for the latter’s internal business use only.
MethodOverviewThis report has been created using in-depth data and analytics collated using YouGov Profiles, YouGov BrandIndex and additional research using the YouGov re-contact service. To create hypotheses to test with the large YouGov datasets and validate findings, YouGov interviewed a total of 1,981 Swedish adults aged 18+ between 2nd June 2017 – 4th June 2017.
About these data sourcesYouGov Profiles is the YouGov connected data vault which collects information about media consumption, mobile behaviour and social media engagement. Attitudes and opinions. Demographics and lifestyle. Profiles holds 18,000 variables collected from our most active 30,000 panellists in
Sweden.
YouGov BrandIndex involves tracking the public perception of brands across the world. It is the authoritative measure of brand perception, monitoring thousands of brands across dozens of sectors. 160 Interviews are carried out daily among men and women 18+ from YouGov’s
panels. The sample corresponds to a representative sample of the population (gender, age
and geography).
Method continuedThe sheer quantity of data that was analysed for this report makes it impossible to show all of the demographic, attitudinal and behaviour splits that were data mined or the large number of brand metrics analysed. To explore the data further we recommend that you use one of the research tools outlined below.
Further research opportunities. In addition, YouGov can provide in-depth Profiles data of adopters of your
products or a cohort Profiles analysis of your consumers against your competitive set.
You can buy a Profiles subscription to conduct segmentation and media planning. It allows you to get the profile of your target audience with cross multi-channel data sets with great granularity and accuracy.
In addition, also available is a full BrandIndex subscription which allows you to continuously track brand awareness and perception.
Let YouGov show you the power of connected data and solutions. For a free, no obligation demonstration, contact:
Charlotte Wahlberg+46 709 95 70 20
email: [email protected]
Part 1.
Lots of people are prepared to boycott
-60,0
-40,0
-20,0
0,0
20,0
40,0
2015-06-01 2015-08-01 2015-10-01 2015-12-01 2016-02-01 2016-04-01 2016-06-01 2016-08-01 2016-10-01 2016-12-01 2017-02-01 2017-04-01
Index Buzz
A crisis can effect your brand greatly
Source: YouGov BrandIndex
You can analyse your own brand’s performance against competitors, and by various filtering including age, gender, family life cycle etc.
For information see http://www.brandindex.com/
Volkswagen emission scandal exposed
Source: YouGov BrandIndex
-45,0
-40,0
-35,0
-30,0
-25,0
-20,0
-15,0
-10,0
-5,0
0,0
5,0
2016-01-01 2016-03-01 2016-05-01 2016-07-01 2016-09-01 2016-11-01
Index Buzz
And for a very long time …
Source: YouGov BrandIndex
You can analyse your own brand’s performance against competitors, and by various filtering including age, gender, family life cycle etc.
For information see http://www.brandindex.com/
Nordea and Panama Papers
Source: YouGov BrandIndex
Boycotting is not for the majority…
Have not stopped using a brand due to a scandal
51%
Source: YouGov Profiles
The YouGov Omnibus is the perfect vehicle to quickly and cost-effectively find out people’s opinions, attitudes and behaviours.
For information see https://yougov.se/find-solutions/omnibus/
…but plenty will
Have boycotted a brand
28%
Source: YouGov Sweden Brand Boycotters Recontact survey 2017
Boycotters are likely to be …
8
Source: YouGov Profiles
YouGov profiles enables you to understand the attitudes and beliefs of the general population in greater detail. You can also explore this across a wide range of topics and sectors including advertising, finance, travel and retail.
For information see https://yougov.se/find-solutions/profiles/
Male
Capital city area
Children in household
Long/higher education
Decision makers at work
So if your brand is heavily exposed to this demographic, make sure you don’t upset them
"I always check product reviews before buying
something"“I take into account news
about finance and the economy before making
big purchases”
“I value the opinion of experts when choosing
products”"I tend to choose
premium products and services"
46%48%
45%
54%
Source: YouGov Profiles
The boycotters are well-considered buyers
YouGov Profiles also allows you to explore attitudinal statements on specific topics for your chosen target group.
For information see https://yougov.se/find-solutions/profiles/
Source: YouGov Profiles
"I will happily switch shops for greater speed and
convenience"
But with too little time for everyday shopping
Source: YouGov Profiles
Ingredients to be avoided:
50%
"Online shopping makes my life easier" 50%
29%
Part 2.
Losing customers can be permanent
Behave or they won’t stay
Mistreatment of animals
Product(s) having negative impact on consumers’ health
40%
39%
37% Staff treated unfairly (i.e. unfair working hours,
bad/dangerous conditions, underpaid etc.)
Source: YouGov Sweden Brand Boycotters Recontact survey 2017
Top reasonsfor boycotting are …
Some that do boycott, will come back
“I went back to it, but don't use it as much as
before”
But only 5% went
back after and use it as much as before
25%
Q) Thinking about the LAST time you stopped using a brand as a result of a scandal, which of the following BEST describes what happened?
Source: YouGov Sweden Brand Boycotters Recontact survey 2017
But many won’t
Of those who stopped using a brand – still do not use it
62%
Source: YouGov Sweden Brand Boycotters Recontact survey 2017
Part 3.
Be liked and reap the reward
Fix the problem to win boycotters backQ) Thinking about when you went back to a brand following a scandal, what did it take for you to start using the brand again?
22%
27%
27%
I boycotted the brand for a certainamount of time, then went back
Brand/company committed tochanging the practices/issues that
made me boycott
Products/services at the brandimproved, so I started using it again
Source: YouGov Sweden Brand Boycotters Recontact survey 2017
Alternatively, become indispensable
8%
9%
21%
Friends/family/colleagues were all using the brand, so I couldn’t avoid
using it any more
It became necessary to use thebrand for my work/family life
It became inconvenient not to usethe brand
Q) Thinking about when you went back to a brand following a scandal, what did it take for you to start using the brand again?
Source: YouGov Sweden Brand Boycotters Recontact survey 2017
“I stick to brands that I like”
82%
If you get it right – you can enjoy their loyalty
Source: YouGov Profiles
You can analyse specific group of respondents using YouGov Profiles. Understanding the attitudes, beliefs and perceptions of niche samples, allows you to better focus your marketing campaign.
For information see https://yougov.se/find-solutions/profiles/
Summary1. Swedes punish companies that don’t behave according to their ethics
and values. Mistreat of animals, product(s) having negative impact on consumers’ health and unfair treatment of staff are top reasons for boycotting a brand.
2. Boycotters are well educated and will research your brand so if they think your brand is not worth it – they will not put their money down.
3. Some will come back when they see an effort to fix the scandal or they will go back because of inconvenience, so make your brand a necessity.
4. Brand boycotters stick to brands they like. So turn things around and benefit from their loyalty.
About YouGov BrandIndex
Track your brand’s perception in one country, compare across countries or monitor a global picture.
BrandIndex is the authoritative measure of brand perception, monitoring thousands of brands across dozens of sectors.
Data is updated daily and instantly available to you.
This makes it easy for you to keep an eye on your brand’s health and immediately act on any changes in perception.
20
Identify and profile key consumer segments, and refine and develop target groups for customer retention and acquisition strategies.
Create target groups with profiles and re-contact those key groups with customized questions for a campaign-specific focus.
Profiles connects data on brand usage and perception. Media consumption, mobile behaviour and social media engagement. Attitudes. Opinions. Demographics.Lifestyle.
About YouGov Profiles
21
• These reports are built using YouGov Profiles and YouGov BrandIndex data. Each report analyses data from the YouGov cube by examining a central hypothesis, exploring the data in-depth.
• Results are presented in a simple and engaging way and always answer “How to?” “Why?” or “What?” and challenge clients’ assumptions. Further analysis is always possible for clients by using the YouGov Profiles and BrandIndex tools.
About YouGov Reports
22
“Understand the big trends and the granular details of a sector or subject.”
YouGov runs Omnibus services worldwide.
The YouGov Omnibus is the perfect vehicle to quickly and cost-effectively find out people’s opinions, attitudes and behaviours.
Explore opinions, attitudes and behaviors of a particular region, achieve a global snapshot or compare results across countries
Reach both nationally representative and specialist samples
About YouGov Omnibus
23
Charlotte Wahlberg
+46 709 95 70 [email protected]
Let us show you the power of our connected data and solutions.
For a free, no obligation, demonstration please contact:
